Learn why content strategists have never had a better friend than market research, presented by two real-life best friends: content strategist Devin Asaro and market researcher Norris Rowley. Market research helps you understand your audience, content strategy helps you reach them. Align those with SEO, and you've got a trifecta of findability, relevance, and quality, Get more from Devin Asaro at devinasaro.com, and follow him at Twitter (@copydev). Follow Norris Rowley on Twitter (@norrocwell), but don't expect him to get back to you anytime soon.

1. IT TAKES TWO:
THE CONFLUENCE OF CONTENT
STRATEGY
& MARKET RESEARCH

2. Norris a. a. Rowley jr.
Director, Audience & market research
iacquire
@norrocwell
@norrocwell
iAcquire.com

3. @copydev
Devin Asaro
Director, Design & Content Strategy
Operative
@copydev

4. THE MARKET
RESEARCH PROCESS

5. @norrocwell
iAcquire.com
PERSONA
BASED
MARKET
RESEARCH, IN
CONTENT
STRATEGY?

6. HOLY
MARKET
RESEARCH
BATMAN!
@norrocwell
iAcquire.com
Batman, you got your
market research in my
content strategy!
You got your
content strategy in
my market research!

7. @norrocwell
iAcquire.com
MARKET
RESEARCH
WORKING
WITH
CONTENT
STRATEGY…
WAY TOO COOL.

8. SO HOW DO WE DO IT?
@norrocwell
iAcquire.com

9. THE CONTENT
STRATEGY PROCESS

10. If market research is not done simultaneously
with content strategy, it’s probably not being
implemented at all.
@copydev

11. @copydev
Content
Strategists Aren’t
Reading
Your Market
Research Reports

12. Creative-based content strategy doesn’t look
different than data-driven content strategy.
it just doesn’t perform as well.
@copydev
operative.com

13. @copydev
@norrocwell

14. You need
two cooks
in the
kitchen.
@copydev

15. @copydev
@norrocwell

16. THE NEW
WORKFLOW

17. The content strategy order of operations…
Discovery
Appraisal
Staging
Creation
Optimization
Measurement
iacq.co/10vKlHg
@NORROCWELL & @copydev

18. DISCOVERY
@NORROCWELL & @copydev

19. @NORROCWELL
@copydev
Content Strategy
Market research
What is important
to the client’s
business?
What is important to
the audience?

20. APPRAISAL
@NORROCWELL & @copydev

21. @NORROCWELL
Content Strategy
What is important
to the client’s
business?
What is important to the
audience?
Market research
Customer Focus

22. STAGING
@NORROCWELL & @copydev

23. @NORROCWELL
@copydev
Content Strategy
Market research
Copy Brief/Content Plan
Annotated Wireframes
Persona data

24. CREATION
@NORROCWELL & @copydev

25. @NORROCWELL
@copydev
Content Strategy
Market research
ENGAGEMENT INSIGHT
The persona lives a fast-paced life and doesn’t spend a
lot of time combing the internet for information, which
poses some challenges when attempting to capture
their attention. Because of these challenges the best
way to engage this persona is with a newsletter signup
function on the homepage. Or videos that displays the
services that are offered, while also touching on the
overall company culture. Place a face with a brand/
company resonates very highly with his segment.

26. OPTIMIZATION
@NORROCWELL & @DEVSARO

27. @NORROCWELL
@copydev
Content Strategy
Market research
Digital Behavior
This segment are enthusiastic users of the Internet for
communication, information and fun. They spend a lot of time
online chatting with friends via instant messaging and social
networks. They head to media websites daily to get the latest
cultural/business news (Wall Street Journal, CNN, Forbes and
Entrepreneur) or sports scores (Yahoo Sports, ESPN).
Although many are reluctant to buy products online, they
like to research them on websites before making a purchase.

28. MEASUREMENT
@NORROCWELL & @DEVSARO

29. @NORROCWELL
@copydev
Content Strategy
Market research

30. • Fuse Deliverables
• Integrate the discovery process
• Restructure channels of communication
• Be an advocate for market research
Key
Takeaways

31. @copydev
@norrocwell
THANK
YOU